The Creation of MaximBet: A Global Lifestyle-Led iGaming Brand
In a pioneering collaboration, DIJGTAL partnered with Carousel Group and heritage giant Maxim Magazine to bring the MaximBet brand to life.
MaximBet sought to revolutionise the sports betting industry by not just becoming a leader in online betting, but by creating a lifestyle-led gaming experience that resonated with a broad audience. To achieve this ambitious goal, MaximBet turned to DIJGTAL to develop a brand that would stand out in an industry known for its uniformity. Although much was achieved throughout the partnership with MaximBet, this case study will focus on how DIJGTAL helped create and bring the brand to life.
The Challenge
The sports betting industry is notoriously competitive, with numerous players offering similar services. The challenge for MaximBet was to break through this crowded market by developing a unique brand identity that could capture the imagination of sports fans and casual bettors alike. The brand needed to be more than just a betting platform, it had to offer an immersive lifestyle experience that would appeal to a diverse audience.
Project Objectives
The primary objectives of this engagement were:
1. Develop a distinctive brand identity that leveraged the iconic Maxim brand: Create a unique and memorable brand that would differentiate MaximBet from competitors and establish it as a leader in the sports betting industry, resonating with both hardcore sports fans and casual bettors.
2. Create an enticing brand experience: That encapsulates the luxurious lifestyle of Maxim paired with the excitement of sports betting, drawing in every type of player.
The Approach
To achieve the project’s objectives, DIJGTAL employed a comprehensive and innovative approach around building this challenger brand. The key steps in the approach included:
1. Brand Research and Strategy
DIJGTAL began by conducting extensive research into the sports betting industry, identifying key trends and gaps that MaximBet could exploit.
2. Building a Distinct Brand Narrative
Diving deep into the iconic history of Maxim, the team crafted a brand narrative that embodied the excitement and glamour of the Maxim lifestyle, with the goal of creating unrivalled experiences both online and in real life.
3. Visual Identity and Logo Design
Leaning heavily on the iconic Maxim branding, the MaximBet logo was designed to collide this refined identity with the fast pace of the sports betting world — creating a fresh yet historic logo weighted with a nostalgic nod to Maxim’s heritage. Taking inspiration from the fresh tones of Miami and Las Vegas’ neon lights, the brand elements embodied these electrifying colours throughout a modern design system that could be easily applied across socials, the sports betting platform and into real world experiences.
4. Brand Guidelines
DIJGTAL built a comprehensive set of brand guidelines that highlighted this aspirational lifestyle and how it could be translated across all platforms consistently, creating a living entity that spanned across states.
The Outcome
DIJGTAL positioned MaximBet as an exciting and formidable player in the sports betting industry. And as the brand custodians, DIJGTAL continued to evolve fresh and exciting brand experiences, creating waves in a saturated and outdated market.
Key Results
- Successful Brand Launch: MaximBet was successfully launched with a distinctive brand identity that resonated with its target audience. The brand quickly gained recognition in the market, standing out for its unique lifestyle-led approach.
Conclusion
The collaboration between MaximBet and DIJGTAL in crafting the brand’s look and feel was a resounding success. DIJGTAL was able to position MaximBet as a leader in the sports betting industry, setting a new standard for what an iGaming brand can be — blending entertainment, lifestyle, and gaming into a cohesive and compelling offering.
About DIJGTAL
DIJGTAL is an innovation-led strategic design and marketing agency, with offices in Sydney, Vancouver, and Los Angeles.
